Mondelez has strategically invested in Urban Legend, marking its entry into the fresh bakery sector.
- Urban Legend specialises in creating doughnuts with significantly reduced fat, salt, and sugar content.
- The partnership aims to support Urban Legend’s transformative plans in the bakery industry.
- SnackFutures, Mondelez’s venture arm, will provide technical support and potential collaboration opportunities.
- England footballer Harry Kane has previously shown support for Urban Legend’s healthy treat initiatives.
Mondelez, through its corporate venture arm SnackFutures, has acquired a minority stake in Urban Legend, a pioneering brand known for its non-HFSS doughnuts. This strategic investment signals Mondelez’s initial foray into the fresh bakery sector, a move described as “interesting” by SnackFutures global head, Richie Gray. The acquisition is set to bolster Urban Legend’s efforts towards revolutionising the bakery market.
Urban Legend, founded by former Graze CEO Anthony Fletcher, has been at the forefront of innovation in the bakery industry since its launch in 2021. The brand employs cutting-edge science to reformulate its doughnuts, achieving a reduction of 30% to 75% in fat, salt, or sugar content compared to conventional alternatives. Fletcher expressed optimism about the partnership, stating it would accelerate plans for a ‘radical transformation’ in the sector after extensive R&D efforts.
SnackFutures’ involvement promises not only investment but also technical engagement and support from Mondelez’s R&D teams. Richie Gray noted potential opportunities for product collaboration, which aligns with Mondelez’s strategy to enhance its product offerings without having previously ventured into fresh bakery apart from licensing agreements.
In 2022, Urban Legend gained the backing of England football captain Harry Kane, who invested an undisclosed amount in the brand. Kane praised Urban Legend’s dedication to creating healthier versions of iconic treats, reflecting a growing consumer demand for healthier indulgence without compromising on taste.
Mondelez’s investment in Urban Legend underscores a significant move towards healthier bakery solutions, engaging consumer interest in innovative snack options.
